Watches

Ask the Watch Guy: Responding to Your Comments

WatchesJan 10, 2017

Ask the Watch Guy: Responding to Your Comments

Jess Gendron takes over for his father as National Jeweler’s watch columnist and takes on comments posted on his father’s previous articles.

2017_Jesse-Gendron.jpg
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. He can be reached at talktothewatchguy@gmail.com.

Happy New Year, and welcome to “Ask the Watch Guy,” a new column for National Jeweler authored by a seventh generation watchmaker.

Each month in this column, we will be responding to your comments and questions, so please feel free to send any watch related questions to me at talktothewatchguy@gmail.com.

Here are some comments from previous watch articles by Dan Gendron published on NationalJeweler.com.

Sandra Severt, from the June column “Upping Your Game, and Profits, with Watch Repairs”
“I applaud the care with which you handle the watches. Bravo. However, it seems you do so not because you care about the consumer but because you can then charge said consumer $25 for a watch battery. Twenty- five dollars is not a lot to most people, but to those living on a fixed income, those who are most likely to own a $15 or $100 biohazard watch, it is a lot.”

The amount we are paid is not the real issue. The issue is doing a truly professional job. I have had students in our seminars who would tell us that they do watch batteries for free and why should they put that much effort in to it?

The old maxim is beginning to play in the back of the minds of craftsmen everywhere reading this--“If it’s worth doing, it’s worth doing well!” Professionalism is our best advertisement. If the work you do is like everyone else in town who considers doing watch batteries a chore and not an opportunity, that gives you neither a good reputation nor better profits.

Better profits come from the service we offer and how it is performed. If you choose to charge a modest price, the effect on profits will be the same if you perform the service with high quality.

I recently got a large trade account who tried to talk us out of cleaning the watch cases and giving them a ride on the Selvet cloth when we change batteries for them. Her reason was “Nobody does it.” We told her that was the reason we do it. She then understood the value of simply giving a watch a shine before returning it to the customer.

As to the “biohazard” comment, consider this: if it was a diamond ring that someone has been wearing for 25-plus years, would you be as squeamish?

Truth is, some people treat their watches with more regard than they do their

diamonds. So when I clean all the “fromage” off the case and band and give it ride on the Selvet cloth before I hand it back to them, they almost always ask me what the cloth was that I rubbed it with to make it shine. I have sold a lot of rouge cloths that way.

But beyond that, they see with their own eyes that I cared enough to do a job as good as I would do for someone I love. Treating the customer with this much care goes a long way. It’s a natural consequence of offering quality unparalleled service that money follows close behind.

Over the years, we have had students who have adopted these techniques tell us that their customers notice the improved services and that the effect was very positive.

Now for the other side of the coin.

Jeff Cody, from the August column “Changing Watch Batteries, A Visual Guide”
“I am thankful for each and every jeweler who has decided watch batteries are not worth their time. Last year, we sold just under 17,000 batteries. All by themselves, batteries make up a huge part of our annual profits, not to mention the add-on sales of bands and repairs (another thing most jewelers don’t want to be bothered with), and then of course there are the big-item sales we make because someone just stopped by for a battery and saw something on our shelves that they just had to have.”

I must admit that I can’t find much to comment on here. He seems to say it all. I have to say that he really has got it together and also has a commanding dominance in the market. The effect is caused by actions they choose. This store knows its market.

Faith Popcorn wrote a book in the ‘90s called The Popcorn Report in which she said that the more society becomes high tech, the more there will be a corresponding demand for high-touch products, meaning products that are personalized and/or are accompanied by a high level of service.

In the last 40 years, there has never been a more accurate prediction of future events. For example, look at Starbucks, shopper services, etc. The jewelers who are doing well are those who are exploiting that desire in their customers. Money is secondary. The service we offer is what should make us shine. Offer unparalleled service in today’s market and the world will cut a path to your door.

If you have questions on watches, watch repair, selling repairs or anything watch related, please forward them to me at talktothewatchguy@gmail.com so we can all learn from our collective mind.

Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. Jess Gendron is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com.
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy